When a company is a victim of a smear campaign in the media, the reaction of some officials is too emotional and angry. this leading them to make mistakes and say things that, instead of helping, damage and aggravate the already difficult situation. This is when we read in the newspapers that a company is suddenly sue journalists or media managers. In the management of this crisis is no good because valuable resources are wasted on activities that do nothing to help protect the corporate image damage. When emotion takes precedence over the strategic vision is when we begin to make mistakes and, without realizing it, suddenly we are making statements to the press about the issues of our opponents: From the moment we are setting the agenda and we have lost control of the subjects of public debate carried away by emotions. It is recommended that the Crisis Committees are led by highly emotional people who confuse action aggressively with effective action.

They also can act as spokespersons for it is easy to make them lose control and make mistakes at every turn. Is repeated many times in the history of aggressive managers or directors conducted a series of bold moves of reaction which gives them a great apparent power and control over their adversaries. But this is momentary, and that by acting recklessly and with great emotional force of enemies are then unite. Being constantly reacting makes a company and its officials are exhausted, so they will inevitably not be more. Instead of being carried away by emotions, the company must hire a crisis management expert to design and implement a contingency communication strategy, direction, bound, with respect. A communication strategy based on clear objectives or positioning is not based on emotions of anger or impulse to your manager or director may have better results and resolution of the crisis is well underway. In managing a crisis situation where company has to act immediately, strategic thinking must prevail even over reason and emotion to have power.

The essence of power is the ability to maintain the initiative, get others to react to our actions, to ensure that the opponents are kept constantly on the defensive. This will enable us to always manage the agenda, having the power and control issues of public debate. In conclusion: crisis management must be more strategic than emotional, just as we must be proactive rather than reactive.

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